Data fuels new business growth, supports customer retention – podcast

Ingredients ebb and flow in popularity across the natural products space; understanding the success rate both in the supply chain and with consumers is critical to finding the whitespace for market success. Unfortunately, data can be more challenging than one might think in the health and wellness industry. In this SupplySide West edition of the Healthy INSIDER Podcast, Eric Pierce, vice president of business insights for NEXT Data & Insights (whatsnextinnatural.com), and Evan Cobb, manager of client relationships, discuss suppliers’ needs for data to address challenging questions and bolster business growth. Eric and Evan will be presenting at SupplySide West in Las Vegas on the SupplySide Central Stage; their talk, “Real-World Best Practices: Suppliers Using Data to Drive Success,” takes place Friday, Oct. 18, at 1 p.m. (https://west.supplysideshow.com/en/Events_and_Education/session-details.html?SessionID=80) In this podcast, Pierce, Cobb and Informa’s Heather Granato discuss: • The questions keeping suppliers up at night—from identifying markets to finding a competitive advantage—and how data provides support to make informed decisions. • Tips for utilizing data to identify whitespace, improve and increase sales, and even innovate in new categories. • New techniques being used by NEXT to fuel product development, from A/B and concept testing with consumers to guidance on differentiating through marketing attributes.